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1. Be the expert on your topic
Quoting Vint Cerf, who is recognized as one of “the fathers of the Internet”:
“Information flow is what the Internet is about. Information sharing is power. If you don’t share your ideas, smart people can’t do anything about them, and you’ll remain anonymous and powerless.”
By accepting this theory, we can assume that sharing more (and making what you share more useful) leads to authority. In the case of online stores, this means that potential customers will see us as experts.
To put it another way, you won’t be just a simple retailer in your prospects’ eyes, but also an expert advisor. Then, when something happens in your industry or product field, your customers will think about you first and your website will be the first they visit.
It gives you a chance to present a solution to their problems or deliver a new product line— and if you’re able to satisfy their needs, they’ll buy from you first too.
Sharing information typically occurs through three channels:
- Your newsletters
- Your social media profiles
- Your website
This article is focused on your website, so we’ll skip the first two channels for now and analyze how you can boost your conversions by making your website an “information hub.”
Within your online store, the product pages are the most important parts from this point of view. You should share as much information as you can, e.g.:
- all important product details
- customer reviews
- video demonstrations
- product tests
- delivery and return policies
- useful tips
… in other words, everything that’s relevant from the customer’s point of view.
Using expandable tabs is highly recommended. These elements keep your product pages well structured, even when you need to share plenty of information with your customers. Website visitors can open or close all the tabs, which helps them quickly find the information they’re looking for before buying.
Here are some great examples from Glossier.
At the top of the product page, they have a very detailed product description. They share what it is, why it’s special, “good to know” callouts, and available shades.
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